What choice do they have? To be market driving - i.e., to define and create new markets through continuous innovation. This implies that that producers rethink the role of the clan heroes, question the story lines and be creative. There are a few who make movies in this genre - Varma, Vishwanath, Shekhar Kammula among others. However, the pity is that their group is still in the minority.
Eventually, the mass market will lead to disaster. Marketing principles dictate that only differentiation can lead to higher preference for a firm's offerings - there is future for good film-making. Innovate or die.